Background

After the success of Coca-Cola Lemon and the Lime relaunch, the brand aimed to engage Gen Z using a game and instant reward.  Coca-Cola needed shoppers to actually try something new. Awareness alone doesn’t shift product off shelf, especially with a younger audience who scroll past the obvious ad.

The campaign

Coca-Cola launched the “This and That” game in the Coke app, supported by influencers, TV, and social media, to win a FREE 500ml bottle of Coke in Tesco, Morrisons or Co-op stores. Once inside the app, the game did the work of keeping fans engaged, with a reward waiting at the end.

Why it worked

Social got shoppers curious. The app got them playing. And once a reward was claimed, over half of those shoppers followed all the way through to redemption. That’s not a passive audience — that’s trial, driven end to end.